Complex Made Simple

Belgian confectioner opens first UAE outlet with support of Dubai SME

Dubai has added another international brand to its chain of speciality foods with Yummy Waffles Café, a popular confectionery brand from Belgium, coming to the city under a franchisee agreement supported by Dubai SME, the agency of the Department of Economic Development (DED) mandated to develop the small and medium enterprise (SME) sector.

The first-ever Yummy Waffles Café in the UAE was opened by Abdul Baset Al Janahi, Chief Executive Officer of Dubai SME, at Dubai Festival City. “At Dubai SME we encourage entrepreneurs and start-ups to acquire global competencies and franchisees are a good opportunity for them to prove their capabilities while working with the world’s best-known brands. We are delighted that our members are also seizing the opportunity to build on the varied food choices of the expanding Dubai community,” said Al Janahi.

Abdul Salam Hammadi, Chairman of Yummy Waffles Café, thanked Dubai SME for helping with bringing the brand to Dubai. “We believe our initiative will serve as an inspiration for the entrepreneurial community and add a new flavour to Dubai’s rich and varied mix of eateries. Entrepreneurs in Dubai are growing bolder and venturing into new partnerships with a comprehensive support system extended by the government and institutions like Dubai SME.”

Yummy Waffles Café is part of the So Good Company Franchise, known globally as a quality producer of Waffle Dough. Besides Belgium and the rest of Europe, the brand is also present in North America, South Africa, Turkey, Hong Kong and mainland China. Along with catering to the international audience, the café in Dubai will also serve some additional Arabian flavours.

Faisal Shamsudheen
Marketing & Communication Department
Department of Economic Development
Tel: (971 4) 361 3070